How to Evaluate the Strength of Any Headline in 5 Minutes or Less
A few weeks ago I was asked to review a promotion written by a new copywriter for an old client of mine. The copy was strong — and it was clear in just a few minutes’ time that this writer knows what he’s doing even at such an early stage of his career. But he […]
The Importance of Testing: You Think You Know…But You Really Don’t Know
With the football season concluding this past weekend, I was reminded again of a great quote from a long-time NFL head coach. No…I’m not thinking of a motivational quote from the great Vince Lombardi or a message about leadership from the great Tom Landry. Instead, I’m thinking of a quote that has proved to be […]
Is Your USP Loud and Clear In Every Direct Marketing Campaign?
What is it that makes your product unique? Let’s be honest — there are hundreds of multivitamins available to consumers these days. And when is the last time you heard someone tell you that the one thing they really needed in their life was another financial newsletter? So if you’re selling a multivitamin, what is […]
3 Marketing Tips for Thriving in a Difficult Market
It’s been a tough start to 2016. The U.S. stock market got off to its worst two-week start in history…with a loss of 1,400 points on the Dow Jones Industrial Average through January 15. And — early this week — a CNBC Fed survey revealed that, “The chances of a recession in the United States […]
Your Critical Reading List for 2016
The new year has arrived…and with it comes the usual batch of “information-packed” articles. If you’re like me, your email inbox — and social media feed — is littered with stories telling you what you “Must Do in 2016” or what you “Need to Avoid in 2016.” But here’s the thing: For those of us […]
The Importance of Overwhelming — and Credible — Evidence in Your Marketing
Earlier this week, a story in the Baltimore Sun caught my eye. According to Johns Hopkins University, the drug industry is now funding six times more clinical trials than the federal government. From the Sun: “That means companies with financial interests in the studies now have more control over what doctors and patients lear about […]
3 Critical Elements That Will Make Your Sales Copy Sink or Swim
It may seem like the very last piece of the puzzle…but a thorough review of your sales copy – before your prospects see it – is a critical step. No matter if you paid an experienced copywriter to craft your message or if you’ve done the work yourself…it’s still vitally important to evaluate your copy […]
Be Repetitive…But Not Redundant
I hate to be the bearer of bad news, but… When it comes to direct marketing, there’s a good chance your reader won’t devour every single word on the page that you’ve written. I know that may be difficult to hear – after all, you’ve agonized over every word, phrase and semi-colon – but it’s […]
Four Critical Ideas to Consider When Evaluating Any Headline
The first – and most important – component to any great sales piece is a strong, compelling headline. This isn’t news to you…you’ve known about the importance of having engaging, enticing, attention-grabbing headlines throughout your career. Over the past decade or so, headlines and subject lines have become even more important. In the “old days” […]
Never Launch ANY New Promotion Until You Answer These Questions
How can you — as a marketer — be sure that every promotion that leaves your desk is a winner? Obviously there are no guarantees when it comes to predicting response rates… But you can give your promotion the very best chance for success by making sure it passes a few simple tests. Before any […]
